“It was a pleasure working with my good friend Chris Bridges on the Conjure commercial,” said Tate. “It feels good to work alongside people you respect. I hope my vision as a director gives the world a glimpse of the new level that Chris is taking his cognac brand. Cheers!”

According to Conjure Cognac reps, tapping an accomplished actor to direct the creative vision for its campaign rollout was deliberate. The company’s North American Brand Manager, Albert Sye, stated, “Working with talented visionaries like Chris “Ludacris” Bridges, Larenz Tate, and the Tate Brothers on this commercial was a fantastic creative experience for the Conjure brand that we intend to repeat as we move through the fall and into winter.”

Tate and Ludacris previously worked together on the 2004, Academy Award-winning film, Crash. Their new commercial venture will add another layer to Conjure’s consumer engagement through social media, which has had success in promoting the brand’s signature cocktails like the popular Conjure Punch.

Launched in 2009, Conjure has redoubled its marketing efforts to further position itself as a lifestyle brand with product integration at special events, celebrity co-signs, social media interaction, in-store activations, and signature cocktail recipes.